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Beijing 2022 Launches Marketing Program

The marketing program for the Beijing 2022 Olympic and Paralympic Winter Games was launched in Beijing, on February 27, in the presence of numerous guests.

Timo Lumme, Managing Director of the International Olympic Committee (IOC) Television and Marketing Services, Han Zirong, Secretary General of the Beijing 2022 Organizing Committee, and Piao Xuedong, Director of the 2022 Organizing Committee’s Finance and Marketing Department, attended the launch ceremony.

Among the topics discussed during the ceremony were the main goals of the marketing program, the vision of the IOC for the Chinese market, and the way interested businesses can reach the Beijing 2022 Organizing Committee.

A booming market

IOC is optimistic about Beijing 2022 Winter Olympic and Paralympic Winter Games in relation to market potentials, said Lumme.

Lumme thinks the marketing platform enjoys a very powerful starting position due to the Olympic brand and the Chinese market. “I estimate that the value of the Olympic brand in China can be very, very high. In dollar terms, I think it will be over 1 billion,” said Lumme at the launch ceremony.

He added that IOC would extend full support to the organizing committee of Beijing 2022. “In the whole cycle of 2022 Olympic Winter Games, we will be here with the Beijing 2022 Organizing Committee,” he said.

Full financial and material support

The primary goal of the marketing program for Beijing 2022 Olympic and Paralympic Winter Games is to guarantee the success of the games by providing sufficient financial, material, technological and services support.

“We are confident we can achieve this goal. The value of the Olympic brand and the great potential of China’s sports industry make us confident that we won’t have a shortage of finance. Market development can guarantee the supply of materials and finance for running the event,” said Han.

Welcoming massive participation

During the ceremony, which was also broadcast live online, the Beijing 2022 Organizing Committee released a QR code. Businesses and individuals alike can have access to the detailed marketing program by scanning the code.

The organizing committee welcomes massive participation of sponsors during the Beijing 2022 Olympic and Paralympic Winter Games, said Piao.

“Any interested businesses or individuals can reach us through the email we posted on the official website of the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games. We will reply as soon as possible,” said Piao.

In 2008, many businesses and world-renowned brands that sponsored the Beijing Olympic Games were able to secure a strong foothold in Asia and even the world, according to Piao.

“The organizing committee will once again serve businesses wholeheartedly, not only by fully implementing plans of sponsorship, franchising and ticketing, but also by making even greater efforts to protect intellectual property rights and businesses’ interests,” said Piao.

Piao added that the committee would act to crack down on unsanctioned marketing in the name of the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games and prevent similar fraudulent activities.